What motivated you to launch Ragdoll LA? I saw a gap in the loungewear market for vintage washed blacks, greys, and army style tones that are chic and sexy. At the time, no brand did rock ‘n’ roll loungewear with the faded tees I was always on the hunt for. I wanted to create that one favourite tee you fear losing or ruining in the wash. So you can buy it over again and own it in multiple colours.
What’s the process that goes into making a t-shirt? I usually start with the fabric and wash. The wash process makes the difference, and can sometimes take a long time to create the desired fade and feel. I also work extensively with the fit. Our vintage tee is like a boy tee, but still feminine and flattering.
Tell us about how the label has grown over the years, and what helped it to succeed? We have seen amazing growth. We started as only online and direct to consumers. After a couple of weeks, Fred Segal contacted us about wanting to carry the brand. We are now worldwide and sell to about 250 boutiques, as well as Nordstrom in the US. We had a lot of organic press from early on, with celebrities and influencers wearing our brand.
What pieces are your best sellers? Our best sellers are the Vintage Tee, Distressed Tee, hoodies, track pants, and anything camo. We always have animal print in the collection, and do really well with those.
Do you think your Swedish background has influenced the brand’s aesthetic? Yes, I think that’s where the colour palette comes from. Black, white, grey, and army tones have always been the base. It is clean, chic, and also feminine.
What does your go-to weekend style look like? The knitted leopard pant and a faded black tee, with fur slides and a cashmere sweater for when it’s cold.
Do you think that your personal style is reflected in your home? Yes, I think so. I invest in a couple of statement pieces for my closet, which I use for years. That’s what makes your style unique and not too trendy. Same thing with our house – I invest in design pieces and keep them forever. I love antiques mixed with midcentury modern pieces.
What’s your favourite room and why? The kitchen. That’s where everybody is after a long day and where everyone ends up after a long party. We always have guests come over. I also love to cook!
What does your workspace style look like, and what would we find on your desk? It’s messy! My desk is covered in images for inspiration, measuring tapes, coffee sketches, and fabric cuttings.
If you weren’t a fashion designer, what would you be? I’d be a jewellery designer. I love jewellery, and the fact you can buy something and keep it forever. I always wear the same pieces and anything new I buy becomes a part of my everyday collection.
What’s on your Christmas wish list? Books, you can never have too many books! And anything from Celine.